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Olympia, WA

Expanding ethical body care products through strategic retail partnerships and community empowerment.

• Fair Trade Supply Chain: Alaffia uses a vertically integrated, Fair Trade supply chain to empower women-led cooperatives in West Africa.
• Retail Expansion: Products are available in over 4,480 stores nationwide, including Whole Foods Market and Amazon.
• Leadership Team: Led by former executives from Whole Foods Market, Amazon, and General Mills.
• Community Impact: Reinvests a portion of sales into community projects such as clean water access and education.
• Growth Strategy: Aims to achieve $50 million in revenue by 2028 through expanded distribution and operational efficiency.

Alaffia is expanding its operations to meet the growing demand in the personal care market. The company is relaunching its Good Soap line with a long-term commitment from Whole Foods Market, aiming to expand its product portfolio across grocery, club, mass retail, and e-commerce channels. Alaffia’s unique value proposition lies in its vertically integrated, Fair Trade supply chain, which empowers women-led cooperatives in West Africa. This model not only ensures dignified employment but also reinvests a portion of sales into community projects such as clean water access and education.

The company has a strong retail presence, with products available in over 4,480 stores nationwide, including major retailers like Whole Foods Market, Walmart.com, and Amazon. Alaffia’s leadership team, composed of former executives from Whole Foods Market, Amazon, and General Mills, is focused on scaling the brand while maintaining its commitment to ethical sourcing and community impact. The company’s growth strategy includes expanding distribution, increasing product velocity, and enhancing operational efficiency to achieve a projected revenue of $50 million by 2028. Alaffia’s approach combines impact, brand credibility, and operational focus, positioning it as a leader in the clean and ethical body care market.

Company Info

Alaffia produces Fair Trade body care products, empowering West African communities through sustainable practices.

Alaffia is a body care company that focuses on producing clean and effective personal care products using Fair Trade shea sourced directly from West Africa. The company operates a vertically integrated supply chain that empowers women-led cooperatives, providing dignified employment and ensuring fair compensation. Alaffia reinvests a portion of its revenue into community projects such as clean water access and education, impacting over 250,000 lives in West Africa. The company is backed by industry leaders and has a strong retail presence in over 4,400 stores nationwide, including Whole Foods Market and Amazon.

Alaffia’s product line includes soaps, lotions, and body scrubs, with a focus on maintaining high-quality standards through traditional processing methods. The company aims to expand its market share in the growing clean and ethical body care segment, leveraging its unique supply chain and community-focused model. Alaffia’s leadership team, with experience from Whole Foods Market, Amazon, and General Mills, is committed to scaling the brand while maintaining its mission-driven approach.